The Future is Abundant
A Guide to Sustainable Agriculture

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Marketing

Louise Dix

Producing the crop is only half the work of farming. The other half is marketing what has been grown, often a major problem for farmers. Economic survival requires finding a niche to fill. Diversity of crops and marketing strategies is essential to maintaining a farm's economy. Specialty crops, such as berries or herbs, are often the key to the success of small farms.

Before putting the first seed in the ground, it is essential to develop a marketing plan. Considerations in accessibility of the farm; proximity to population centers and established marketing outlets; the amount of land available for production; the amount of money and time you want to invest; the demand for the crops you intend to produce; your long range plans for the farm; your own ability to deal with people; your willingness to provide what your customers want; your willingness to market cooperatively with other farmers; and your need for a year round farm income.

Another important factor in a marketing plan is your ability to provide a steady supply of products. Doing this may require succession plantings and/or use of greenhouses or protection devices to extend the growing season. It is a good idea to plant more than you intend to market, as insurance against crop losses. Plan to do some education while you are marketing. For example, one farmer sells his Brussels sprouts on the stalk, and teaches his customers that they actually grow that way.

Depending on your market, proper packaging may also be essential. Check with your warehouse or other major customer to learn about their packaging requirements so that you can prepare well in advance of harvest.

Marketing Options

• Farmers' Market: A place where a number of growers come together to sell their products by renting a stall or space. Advantages: Low overhead, built-in clientele. Disadvantages: Time away from the farm, transportation costs, most markets open only one day a week.
• Roadside Stand: A seasonal stand located on the farm. Advantages: Allows time spent on farm; flexibility in regard to size of operation; can expand to meet consumer demand. Disadvantages: Interruptions of farm work possible at any time during the day; requires diversity and higher volume of crops.
• Roadside Market: Owner grows a portion of the produce sold, and buys additional products from other farms or wholesalers. Advantages: On-farm location; can provide year round employment and additional income. Disadvantages: Substantial capital requirements; marketing and sales ability and experience required.
• U-Pick: The consumer comes to the farm, does the harvesting and pays for produce harvested. Advantages: Numerous sales; low packaging and transportation expenses; good for crops requiring intensive labor for harvesting (e.g. berries). Disadvantages: Inexperienced people on your farm; increased risk of accident and liability; need for parking.
• Rent a Tree or Plot: Consumer makes contract with grower for the yield of a certain tree or section of a field. Advantages: Crop guaranteed sold; reduced harvest labor. Disadvantages: Possible extra maintenance work; increased management requirements.
• Gift Baskets/ Mail Order: Popular with products of limited perishability such as dried herbs and jams. Advantages: specialty products; requires expensive promotion, processing and packaging labor and expenses.
• Food Subscriber Networks: Consumers contract with farmers to provide all of their fruits and vegatables. Advantages: Crop guaranteed sold; some labor costs saved. Disadvantage: Growing to contract specifications and buyers' standards allows little flexibility.
• Marketing Cooperatives: Groups of farmers joining together to sell a particular product or to sell a variety of products. Advantages: Provides the volume and variety of produce needed to attract both retail and wholesale customers; shared overhead costs. Disadvantages: Requires efficient management; high capitalization costs.
• Wholesale Outlets: Warehouses, institutions or buying clubs purchasing large quantities at a reduced price. Advantage: Time away from the farm is minimal. Disadvantages: Requires large volumes of crops in steady supply; requires consistently high quality and uniform product; packaging is important; price is lower for the farmer than selling directly; might require hydro-cooled or vacuum-cooled products for maximum shelf life.
• Selling to a Commercial Processor: Advantages: High volume sales; quality need not be consistent. Disadvantages: Low return; fluctuating demand.
• On the Farm Processing: The farmer processes an item and sells it direct or through wholesale channels. Advantages: Little time spent away from the farm; allows use of crops not cosmetically attractive enough for fresh market. Disadvantages: Processing regulations to be followed; may be high equipment or packaging costs.